The question on privacy is now not about what the law will require (we know what legislators want), it is what technical fixes can be made to comply.

New rules to prevent the digital industry from tracking user behaviour on the web without their explicit consent are pending both in the US and Europe and, as yet, we see little activity by advertisers to make ready.

Online shoppers are a fickle lot and the competition for their attention and their spend in utterly fierce. Consequently, optimizing every aspect of your e-commerce program, and the tags that manage them, is absolutely essential.

Since we’re working mainly with e-commerce businesses, we compiled a list of the key steps they can – and do – take to optimize online sales.

Allison Wightman is head of e-business for Virgin Atlantic, with responsibility
for the global flagship Virginatlantic.com, about a dozen associated sub-sites,
Commercial Insight and Database Marketing.

We talked about how the airline achieved a 40-to-1 ROI using attribution modelling to manage the online marketing campaigns and attribute
sales to the correct channel. The topic is one that will be addressed at the Econsultancy Peer Summit on June 2 in New York City.